For more than 30 years, the Medical Technology Stock Letter (MTSL) — which provides independent investment advice based on rigorous analysis of emerging biotechnology companies — has been published the old fashioned way: print. In spite of BioInvest’s award-winning, insightful analysis, their subscription base had become stagnant with minimal increase year over year.  They needed to get their newsletter online in order to get found by the myriad of prospective subscribers interested in investing in biotech stocks. After all, people can’t subscribe if they don’t know you exist.

Once Hammond Media Group had completed the design and development of their subscription-based website (view the website case study), we turned our focus on updating their subscription newsletter without changing the design too much (a simple iteration in terms of look and feel, concentrating mainly on link building and search optimization).

Although printing and physically mailing a stock letter is a tried and true way of fulfilling a current newsletter subscription, this old standard format does nothing to enhance lead generation via online searches for biotech stock recommendations and analysis.  More importantly, in this day and age, subscribers need to be able to access their subscription online and via their mobile device.

So BioInvest decided to hop on the SEO bandwagon by publishing their stock letter online (while still offering a print version to subscribers who weren’t interested in online access).

Detailed List of Requirements

Considerations when it came to redesigning and publishing their online newsletter included:

• flexible design that allowed for:
  • interactive elements like charts, tables and portfolios
  • multiple column formatting, determined by layout/sections
  • adding and/or deleting sections based on current news
• the ability to convert the web page to PDF for printing
• access for subscribers only
• SEO (search engine optimization)
• current issue and archive access
• same look and feel of website
• cleaning up and reorganizing their subscriber lists in MailChimp
• scheduling firm newsletter delivery times (every other Sunday at 4 pm EST) via email
• mobile compatible

When we help clients with their newsletter publishing efforts, we have multiple goals as your service provider:

1. subscriber satisfaction (design and content)
2. increase engagement (opens and clicks)
3. increase newsletter subscriptions (organic and paid search)
4. make your newsletter publishing efforts seamless and stress free

Results

We’re happy to report that as of year-end (12/31/15), BioInvest has seen their individual subscriber base more than double (a 106% increase) since we launched the online version on 5/14/15 with issue #803 (seven month timeframe), resulting in additional annual recurring revenue of approximately $131,500.

Newsletter Screenshots

You can view the new, improved stock letter we publish via the screenshots below as well as the landing page we created for people wanting a free example (view live landing page). For comparison, we are including the former newsletter home page version at the end.

Front Page Screenshot:

*Note: we incorporated the website header into the design which enables subscribers to click through to other areas of the website, increasing page views.

Interactive Table Screenshot:

Back Page / Portfolio Screenshot:

Clinical Trials / Company Update Screenshot:

Landing Page Screenshot:

Old Newsletter Home Page Screenshot:

 

When you work with Hammond Media Group, we’ll handle all aspects of your newsletter, from design and content creation/management to online publishing and email delivery so that you can sit back, relax and focus on what you do best.